During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature … concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity … variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that …

This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement … and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An … results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and …

The study aims to investigate the determinants of brand loyalty in the apparel industry of Botswana. A descriptive … relationships between brand awareness, brand image, brand trust, and brand loyalty. Additionally, brand commitment significantly … moderated the influence of brand trust on brand loyalty. Therefore, it is important for the management of apparel brands to …

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and …

paper is to examine whether "following" brands on Instagram fan pages enhances consumer-brand relationship from the consumer … influences the consumers’ brand love and sense of brand community. Also, the findings indicated the consumers’ brand love … positively impacts consumers’ purchase intention and word of mouth. Finally, it showed that consumers’ sense of brand community …